It seems that Scandinavian Airlines (SAS) is following through with it promise to re-introduce European Business Class on its flights, with it being re-introduced on 1st October 2025.
With the re-launch of the European Business product, it will aim to attract even more regional and international premium travellers, reinforcing SAS’s position in the premium segment.
The launch supports SAS’s long-term strategy and strengthens Copenhagen’s role as a global hub for Scandinavian and European connectivity, while also simplifying connections and offering a more cohesive experience for passengers travelling across multiple alliance airlines.
Onboard, passengers can look forward to:
- Enhanced dining experience: A new Food & Beverage concept with a more premium and flexible dining experience, including reusable premium tableware catering to the diverse needs of SAS Business Class travellers.
- Dedicated cabin: A section in the front of the aircraft for Business Class travelers, separated with a curtain and overhead divider.
- Blocked middle seats: Ensuring more space and privacy.
- Priority treatment on the ground: Priority check-in, boarding and access to more lounges, ensuring a seamless premium travel experience from start to finish.
SAS’s new food offering cuts food waste, boosts local sourcing, and replaces plastic with compostable materials, highlighted by the shift to reusable porcelain tableware.
In Quotes
Paul Verhagen, Chief Commercial Officer at SAS, said
“Many of our comfort- and quality-focused travelers expect a clearly defined European Business Class that aligns with international standards,”
“While SAS Plus has provided an upgraded experience, it has lacked the recognition and clarity that travelers seek. With the reintroduction of European Business Class, we are ensuring that SAS offers the premium experience of a top European airline.”
Booking and Flying
For those who want to experience Scandinavian Airlines’ European Business Class, this will be offered on all international European flights, including those within Scandinavia, with sales beginning on 6th May for flights from 1st October.
Meeting Expectations
With SAS joining SkyTeam, there seems to have been an expectation to offer a uniform product class across the network. Whilst SAS might have argued that its SAS Plus product might have worked, it seems having the words “business class” with some guaranteed benefits is enough to match its partner airlines in the region (as well as its investors – Air France – KLM Group).
For passengers, the product uplifts look nice enough, but you’ll need to wait till the autumn to try them out.
Welcome to Economy Class and Beyond. Your no-nonsense guide to network news, honest reviews, in-depth coverage, unique research, as well as the humour and madness I only know how to deliver.
Our Social Media pool has expanded. You can find us across most networks as @economybeyond on BlueSky, Threads, Mastodon and Instagram!
Also, remember that we are part of the BoardingArea community, bringing you the latest frequent flyer news from around the world.
Leave a Reply